Audi has launched a 40-day long brand boost campaign in an effort to bring immersive experiences to residents of Abu Dhabi and the UAE, keeping the brand at top-of-mind.
The campaign involves a curated explorative programme along with a branded luxury accommodation experience. While these two offerings are for invite-only influencers and media personnel, the brand has offered weekend access to the specially designed route in partnership with media outlet Lovin Abu Dhabi to bring the Audi experience to the general public.
The campaign rolled out in the emirate on 28 October. Claire Jackson, Marketing Manager of Audi Abu Dhabi, said the initiative “aims to capture the essence of Audi’s defining pillars: cutting-edge innovation, advanced technology, and sophisticated design, with the Q8 and SQ8 models at its core.”
Brand boost through community engagement
Jackson explained that the campaign was ideated to service the need for more personalised brand experiences and a need for better community engagement.
“This campaign stemmed from a strategic understanding of our local market and the growing desire among customers for immersive, personalised brand interactions,” she said.
Building on these insights, the team aimed to craft an experience that resonated with local consumers while highlighting Audi’s commitment to innovation.
“By involving influencers, media and the wider public through curated driving routes and exclusive experiences, we ensured the campaign would resonate with diverse audiences,” Jackson explained.
Leveraging local partnerships for tailor-made experiences
“Community-focused initiatives like this allow us to highlight Audi’s versatility,” Jackson continued. She went on to say that the campaign’s objective was to also demonstrate Audi’s accessibility to a range of demographics.
“It’s not just about delivering premium experiences; it’s about connecting with customers on every level and demonstrating that Audi has something to offer for everyone without compromising on quality or performance,” she said.
This was actualised in collaboration with Abu Dhabi Tourism to create tailored itineraries featuring themes such as art and culture, adventure, and nature. The themes selected aim to reflect Abu Dhabi’s diverse offerings and cater to the varied interests of Audi’s audience. Each route, designed to deliver an immersive experience, allowed participants to explore the city in the comfort and style of the Q8 or SQ8.
To bring the ‘immersive’ campaign to audiences beyond influencers and invited media, Audi boosted the designed route experience through social media. The brand offered participants discounts at outlets along the route and a chance to win a free ‘Audi hotel room’ stay.
Measurement and campaign results
This effort to incentivise participation in Audi’s brand boost campaign proved to be a success according to its results. The brand has been tracking showroom footfall, vehicle inquiries and orders during the campaign period.
In terms of public reaction and sentiment toward the campaign, Audi tracked engagement and reach through its digital channels and monitored media coverage.
“We achieved over 4.8mn impressions across all media partners and saw an average of 16 per cent engagement across Audi channels,” said Jackson.
By creating tailored experiences and leveraging local partnerships, Audi’s brand boost campaign in Abu Dhabi strived to strengthen its presence in the UAE while resonating with a wide range of audiences.
